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When Danish Crown presented its 4WD strategy in November 2016, it included a clear intention of investing in the development of the group’s processing activities and, not least, maintaining growth in DAT-Schaub. Both goals have been met.

At the end of the financial year 2019/20, DAT-Schaub, Sokolow in Poland, Sweden-based KLS and Danish Crown Foods together reported an EBIT which is nearly DKK 700 million higher than in the financial year 2015/16.

“During the past 12 months, we have truly reaped the benefits of the strategic decisions we made in autumn 2016. DAT-Schaub is performing remarkably well, and both KLS and Danish Crown Foods are advancing strongly, while Sokolow sustained last year’s momentum following improvements in the preceding years. Going forward, it is imperative that we keep up the pace and continue to develop as this is the way to securing competitive prices for Danish Crown’s owners,” says Jais Valeur, Group CEO of Danish Crown.

Briefly explained, Danish Crown’s 4WD strategy is about making the group the market leader in northern Europe and building leading positions in Europe or globally within bacon, canned products and pizza toppings.

Through acquisitions in Denmark, Poland, Sweden and the Netherlands, revenue and Danish Crown’s position have been strengthened in northern Europe and within the three categories.

“We are well positioned and will now focus on growing organically. We aim to do so through our cooperation with customers, creating value for them when they stock our products. We have made great strides in this respect but can do even better by positioning our products through targeted marketing and innovation. In other words, we are on the right track, but we can still do better,“ says Jais Valeur.